Q&A Video Series

Case Study: A law firm demonstrates its expertise through Q&A video series

Murray Plumb & Murray, a mid-size, general practice law firm based in Portland, Maine, engaged Fluent shortly after a recent brand refresh. The firm needed to increase visibility of its modernized brand and had a particular interest in growing traffic to its revamped website as well as positioning attorneys as thought leaders in their fields.

Recognizing that the firm had a wealth of internal expertise, and that video is a highly engaging form of online content, we recommended that the firm develop a Q&A video series for three priority practice groups: Estate Planning, Real Estate Development and Corporate.

We assisted the attorneys with topic development and script writing and served as creative directors with our videography partner. From there, we developed an integrated plan to leverage the videos on YouTube, through targeted Google Display ads, within the Mainebiz Daily email and through social media advertising. The campaign ran throughout Q3 and Q4 of 2018. We also repurposed the original scripts into blog posts to build the brand’s inventory of owned media collateral, improve SEO ranking, and draw traffic to the firm’s website.

After the success of the initial campaign, we selected an additional three priority practice groups to focus on for 2019, and developed a second series of Q&A videos to further build out the brand’s collateral. We shared existing video content throughout the year on social channels, and partnered with a major media outlet to distribute the videos and blog content as sponsored content to significantly increase their audience reach. We also invested additional ad spend into promoting the new videos through the Google Adwords platform in Q4 of 2019.

In 2019, a modest Facebook ad spend to promote owned video content reached more than 26k people for a total of almost 90k impressions. We helped grow the number of referrals from social media by 56%. A Google Ad campaign in Q4 of 2019 resulted nearly 200k impressions.

In two years, the project has resulted in 24 educational videos (and corresponding blog posts) on evergreen topics that serve as resources for existing clients as well as collateral to build brand awareness. Since May 2018, Fluent has helped direct more than 25K new users to the firm’s website. In 2019 alone, web traffic has increased by 28%.